On 7th December 2025, the themed forum “Reconstructing New Media Marketing Teaching and Practice under AIGC”, hosted by the New Media Marketing Research Center of Zhongnan University of Economics and Law (ZUEL), was successfully held in Room E718 of Wenhan Building at the Nanhu Campus. The forum brought together experts from academia and industry to discuss how Artificial Intelligence Generated Content (AIGC) is reshaping new media marketing teaching and practice, attracting faculty, students, alumni, and practitioners from universities, enterprises, and related fields.
Frontier Insights Leading the Way: Marketing Evolution Enters the AI Era
Professor Dou Wenyu, Academic Dean of SKEMA Business School (China Campus) and Chair of the Academic Committee of the New Media Marketing Special Committee of the China Marketing Association of Universities, delivered the opening remarks. He noted that marketing, as a key component of corporate competitiveness, has evolved from digital media marketing to content marketing and now to AI-driven marketing. He emphasized that the deep integration of frontier technologies with practical application is becoming the core driver of high-quality marketing and provides new direction for talent cultivation.
Reframing Marketing Paradigms: Integrated Approaches to Teaching and Practice in the Intelligent Era
Dr. Sun Hongqing, Director of the New Media Marketing Research Center of ZUEL and Vice Chair of the New Media Marketing Special Committee of the China Marketing Association of Universities, gave a presentation titled “AIGC-Driven New Paradigms in New Media Marketing: System Reconstruction and Practical Pathways.”
Decoding the Growth Playbook: A Decade of WeChat Ecosystem Practice and AI-Driven Applications
Mr. Jianfeng, Founder and CEO of Zero-One DataTech and a leading practitioner in full-chain WeChat ecosystem operations, shared insights on “Ten Years of Consistent Growth Patterns in the WeChat Ecosystem and Practical Techniques for Tencent-Based New Media Marketing.”
Summary and Outlook: Aligning Course Design with Industry Needs to Sustain Ecosystem Empowerment
Professor Du Peng, Vice Dean of the School of Business Administration (SBA) and Director of the MBA Education Center of ZUEL, delivered the concluding remarks. He recognized the forum’s value in linking academic research with industry practice. To meet the demand for marketing talent in the AIGC era, he announced that ZUEL will launch a systematic series of courses on new media marketing and AIGC applications in 2026 for faculty, enterprises, and alumni, supporting innovation in marketing education and talent development.
The forum, closely aligned with current trends and designed as part of the SBA MBA Alumni Empowerment Program, facilitated deep exchanges between academia and industry. Going forward, ZUEL will continue to advance the integration of AIGC and marketing through curriculum development and school–enterprise collaboration, contributing to alumni development, industry progress, and talent cultivation.
